Customer Relationship Management Case 4: Pepperfry.com: Marketing to manage customer experience Submitted to:Prof. Rambalak Yadav Submitted by: Group 7 Rewati KukadapwarApurwaa RajSumedha KalraBarkha RatraMonisha PanghalKar
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Customer Relationship Management
Case 4: Pepperfry.com: Marketing to manage customer experience
Submitted to:Prof. Rambalak Yadav
Submitted by: Group 7
Rewati Kukadapwar
Apurwaa Raj
Sumedha Kalra
Barkha Ratra
Monisha Panghal
Karan Apan
Palak Baid
Question 1) Analyze the pepperfry brand and reason for its success in initial years?
Ans- Pepperfry was the first company to sell online furniture in India. It operated as a “Managed Marketplace” which means it connected the customers with the artisans and the merchants who wanted to showcase their talent and needed a platform. The company was started in 2012. Online selling of furniture was a comparatively new concept in the Indian context. So attracting people in the first place was a difficult task. But due to the marketing initiatives started by the company such as-
360 degree marketing- they targeted the customers which used to employ a carpenter for making furniture at home. The campaign focused on the negatives of making furniture at home such as the noises caused during the process, and the dust that gets released from the sawing which is harmful for small children. Laid stress on these set of customers and insisted them to buy from pepperfry. So that the hassle is on the company and the customers can enjoy the process.
Marketing at Airport lounges- While travelling, a lot of us have free time so the marketers at pepperfry took advantage of theis fact. And in the tier 1 cities airports they showcased the experience of products offered by the brand. People were really impressed by the idea and visited the site after reaching their home city. Lack of timing, both the partners working were some of the major reasons for customers buying furniture online.
The reason for the success of the brand in the initial years was-
1) The launch of “Studio Pepperfry” was the major reason for the success of the brand. It offered an experience to the potential customers about the various ranges, design and textures of furniture that were available online. Expert advice was also offered to the customers regarding the interior designs and the furniture choices not by regular sales person but by professional interior designers. These studios were opened in all the major Tier 1 cities. Every day the studios had 35-40 people visiting the store and 30-40 percent used to convert into customers of pepperfry.
2) The marketing initiatives taken by the company like 360 degree marketing and making them experience the pepperfry experience at the airport lounges.
3) Hiring professional interior designers in the studios rather than normal sales person.
4) Giving the customers superior consumer experiences which led to positive word of mouth for the brand.
5) Using technology so that virtual tours of its studios can be made available to the cities where studios were not present.
6) Timely and safe delivery of the furniture bought by the customers persuaded them to be repeat customers.
Q2.Taking into consideration the various stages of Engel, Blackwell & Miniard model, suggest how to improve customer experience at each stage.
Ans-The EBG Model entails the decision-making process and defines four distinct stages. With the element of managing customer customer experience being the common thread running across each of the stages of the model, let us identify how Pepperfry can add value at each of this stage.
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